Académique Documents
Professionnel Documents
Culture Documents
Medical or Preventive
Behaviour Change
Educational
Empowerment
Social Change
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MODELS OF
HEALTH PROMOTION
Authoritarian
Education
Behaviour change
Mass media campaign
Legislation
Policy making and
implementation
Health surveillance
Individual
Collective
Focus of
intervention
Counselling
Lobbying
Education
Action research
Group work
Negotiated
Community development
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Health education
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Prevention
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Health
protection
6. Positive health
protection, e.g.
workplace
smoking policy.
7. Health education
aimed at positive
health protection,
3. Preventive health protection, e.g. e.g. lobbying for
a ban on tobacco
fluoridation of water.
advertising.
4. Health education for preventive
health protection, e.g. lobbying
for seat belt legislation.
5. Positive health education, e.g
life skills with young people.
HEALTH PROMOTION
INTERVENTIONS
SELECTING APPROPRIATE
INTERVENTION ACTIVITIES -1
Selection should be based on a sound
rationale as opposed to chance and the
intervention should be both effective and
efficient. The following questions will serve
as a guide:
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2.
SELECTING APPROPRIATE
INTERVENTION ACTIVITIES -2
3. Are the activities based on an appropriate
theory?
4. Is the intervention an appropriate fit for the
target population?
5. Are the necessary resources available to
implement the intervention selected?
SELECTING APPROPRIATE
INTERVENTION ACTIVITIES -3
6. What types of intervention activities are
known to be effective in dealing with the
programme focus?
7. Would it be better to use an intervention
that consists of a single activity or one
that is made up of multiple activities?
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2.
3.
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5.
6.
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Communication activities
Educational activities
Behaviour modification activities
Environmental change activities
Regulatory activities
Community advocacy activities
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8.
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1. COMMUNICATION ACTIVITIES
Useful in helping reach the many goals and
objectives of health promotion programmes
such as:
Increasing awareness and knowledge
Changing and reinforcing attitudes
Maintaining interest
Providing cues for action
Demonstrating simple skills
2. EDUCATIONAL ACTIVITIES
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5. REGULATORY ACTIVITIES
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5. REGULATORY ACTIVITIES
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APPROPRIATE METHOD
Improving knowledge
Providing information.
Self-empowering
Improving self-awareness, elf-esteem,
decision making.
Group work, skills training, self-help groups, oneto-one instruction, group or individual therapy,
written material, advice.
Societal/environmental change
Changing the physical or social
environment.
AIMS
METHODS
WORKER/CLIENT
RELATIONSHIP
Medical
Behaviour change
To encourage individuals
to take responsibility for
their own health and
choose healthier
lifestyles.
Expert led.
Dependent client. Victim
blaming ideology.
APPROACH
AIMS
METHODS
WORKER/CLIENT
RELATIONSHIP
Educational
To increase knowledge
and skills about healthy
lifestyles.
Information.
Exploration of attitudes
through small group
work. Development of
skills, e.g. womens
health group.
Empowerment
Advocacy
Negotiation
Networking
Facilitation e.g. food
co-op, fat womens
group.
Health promoter is
facilitator.
Client becomes
empowered.
Social change
To address inequities in
health based on class,
race, gender, geography.
Development of
organisational policy,
e.g. hospital catering
policy.
Public health
legislation, e.g. food
labelling. Lobbying.
Fiscal controls, e.g.
subsidy to farmers to
produce lean meat.
METHODS AND
APPROACHES:
INDIVIDUAL
INDIVIDUAL APPROACH -1
Individual focus the cradle of health
promotion.
One-to-one basis individual advice,
counselling
Interactive nature of face-to-face
communication allows better possibilities for
success than perhaps any other
communication medium
Individual methods of health promotion are
usually but not exclusively associated with
secondary prevention or tertiary prevention
INDIVIDUAL APPROACH -2
LIMITATIONS
For a large population to labour intensive to reach
everyone in this manner
One-to-one individual methods not as appropriate in
the area of primary prevention cost-ineffectiveness
among large target audiences, many of whom may
not develop the specific disease
Difficult to gain access to people and also health
information competing with a myriad of other
messages (often anti-health forces)
INDIVIDUAL APPROACH -3
As most information concerning health
is so technical and complex, a
translational process is necessary to
transform scientific and medical jargon
into information which can be
understood and acted on by the general
public
METHODS AND
APPROACHES:
GROUPS
GROUP APPROACHES -1
Group techniques offer an intermediary between oneto-one approaches and wider community appeals
through media and whole community approaches
Groups can range in size from 2-3 people to several
hundreds and can be either homogenous or
heterogenous in nature
Health education methods in such groups can be
classified as didactic (i.e. lectures, seminars) or
experential (i.e. skills training, simulation/games etc)
GROUP APPROACHES -2
Group methods have been used by health educators to
empower individuals, organisations and communities
in key ways.
These include assisting individuals:
to modify or maintain health-related behaviour
to provide a supportive setting for individuals sharing a
common goal or problem
to organise community to improve their capability to identify
and solve their own problems (i.e. community organisation)
to organise individuals and groups to undertake macro-level
social change (e.g. training community leaders)
GROUP APPROACHES -3
Group methods can also be used in a range of
different settings, including those at which the level
of prevention is mainly:
primary (schools, workplace, organisations)
secondary (medical practice, health centres, outpatient clinics, drug refgerral centres), or
tertiary (hospitals, rehabilitation centres, nursing
homes)
SEMINAR
CONFERENCE
BEHAVIOUR
MODIFICATION
SENSITIVITIY/
ENCOUNTER
INQUIRY
LEARNING
PEER GROUP
DISCUSSION
SIMULATION
ROLEPLAY
SELF-HELP
METHODS AND
APPROACHES:
GENERAL POPULATION
MASS MEDIA
MESSAGE
A cultural communication encoded insigns and
symbols
MARKETING:
The sum total of all activities (the marketing
mix) designed to persuade people to adopt
certain behaviours
ADVERTISING
One component of marketing mix
AUDIENCE SEGMENTATION:
The division of a mixed population into more
homogenous groups or market segments.
Market segments are defined by certain
shared characteristics which affect attitudes,
beliefs and knowledge. Targeting specific
market segments allows for more specific
messages which will have a greater effect.
FACTORS IMPORTANT TO
MEDIA EFFECTIVENESS -1
CREDIBILITY: The source must be trusted
and reliable
CONTEXT: The message should be relevant
to the receiver
CONTENT: The message must be meaningful
CHARACTERISTICS
Limited reach media
PAMPHLETS
INFORMATION
SHEET
NEWSLETTERS
POSTERS
T-SHIRTS
STICKERS
VIDEOS
CHARACTERISTICS
Mass reach media
TELEVISION
RADIO
NEWSPAPERS
MAGAZINES
SOCIAL
MARKETING
SOCIAL MARKETING
DEFINITION
SOCIAL MARKETING is the
application of marketing concepts and
techniques to the marketing of various
socially beneficial ideas and causes
instead or products and services in the
commercial sense.
(FOX & KOTLER, 1980)
SOCIAL MARKETING:
STRENGTHS -1
1. A valuable change tool
2. Useful in persuasion
3. Useful in creating awareness and
interest
4. Helpful by reinforcing through
repetition of message
SOCIAL MARKETING:
STRENGTHS -2
5. Usually offer long term benefits of the
behaviours promoted
6. Useful in increasing programme
effectiveness if used in combination
with other strategies
7. Has mass media appeal
8. Cost-efficient
SOCIAL MARKETING:
WEAKNESSES & LIMITATION -1
1. Heavy reliance on mass media
(effects of selective processes)
2. Makes the audience passive
3. Tends to be manipulative
4. May create negative public sentiments
for
real consumer products
5.
Creates resistance if opposed to strongly
reinforced and deeply entrenched ideas/habits
SOCIAL MARKETING:
WEAKNESSES & LIMITATION -2
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COMMUNITY
DEVELOPMENT
APPROACH
COMMUNITY
DEVELOPMENT
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COMMUNITY
DEVELOPMENT
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ADVANTAGES
DISADVANTAGES
Time consuming.
Evaluation is difficult.
COMMUNITY PARTICIPATION
IN PLANNING HEALTH WORK
NO
PARTICIPATION
VERY LOW
PARTICIPATION
LOW
PARTICIPATION
MODERATE
PARTICIPATION
Cont
HIGH
PARTICIPATION
VERY HIGH
PARTICIPATION
HIGHEST
PARTICIPATION
WAYS OF DEVELOPING
COMMUNITY PARTICIPATION
IN A NUTSHELL:
SELECTING
THE RIGHT METHODS
FOR
EFFECTIVE HEALTHPROMOTION